Cash Store Financial Provides Update On Strategic Review Process

EDMONTON, Feb. 20, 2014 /CNW/ - The Cash Store Financial Services Inc.
("Cash Store Financial" or the "Company") (TSX: CSF; NYSE: CSFS) today
announced that the special committee of its Board of Directors has
selected Rothschild as its independent financial advisor to assist it
in its strategic alternative review process.

As previously disclosed, the Board of Directors constituted a special
committee of independent directors to (i) review and respond to recent
developments in Ontario regarding the Company's inability to sell
payday loan products in Ontario and (ii) to carefully evaluate the
strategic alternatives available to the Company with a view to
maximizing value for all of its stakeholders.

The Board has not established a definitive timeline for the special
committee of independent directors to complete its review and there can
be no assurance that this process will result in any specific strategic
or financial or other value-creating transaction. The Company does not
currently intend to disclose further developments with respect to this
process, unless and until the Board of Directors approves a specific
transaction, concludes its review of the strategic alternatives or
otherwise determines there is material information to communicate.

About Cash Store Financial

Cash Store Financial is the only lender and broker of short-term
advances and provider of other financial services in Canada that is
listed on the Toronto Stock Exchange (TSX: CSF). Cash Store Financial
also trades on the New York Stock Exchange (NYSE: CSFS). Cash Store
Financial operates 510 branches across Canada under the banners "Cash
Store Financial" and "Instaloans". Cash Store Financial also operates
27 branches in the United Kingdom.

Cash Store Financial and Instaloans primarily act as lenders and brokers
to facilitate short-term advances and provide other financial services
to income-earning consumers who may not be able to obtain them from
traditional banks. Cash Store Financial also provides a private-label
debit card (the "Freedom" card) and a prepaid credit card (the "Freedom
MasterCard") as well as other financial services, including bank
accounts.

Cash Store Financial employs approximately 1,900 associates and is
headquartered in Edmonton, Alberta.

Cash Store Financial is a Canadian corporation that is not affiliated
with Cottonwood Financial Ltd. or the outlets Cottonwood Financial
Ltd. operates in the United States under the name "Cash Store". Cash
Store Financial does not do business under the name "Cash Store" in the
United States and does not own or provide any consumer lending services
in the United States.

Forward-Looking Information

This news release contains "forward-looking information" within the
meaning of applicable Canadian securities legislation and
"forward-looking statements" within the meaning of United States
federal securities legislation, which we refer to herein, collectively,
as "forward-looking information". Generally, forward-looking
information can be identified by the use of forward-looking terminology
such as "estimates", "plans", "expects", or "does not expect", "is
expected", "budget", "scheduled", "forecasts", "intends",
"anticipates", or "does not anticipate", or "believes" or variations of
such words and phrases or state that certain actions, events or results
"may", "could", "would", "might", or "will be taken", "occur", or "be
achieved". Forward-looking information is subject to known and unknown
risks, uncertainties and other factors that may cause the actual
results, level of activity, performance or achievements of Cash Store
Financial, to be materially different from those expressed or implied
by such forward-looking information, including, but not limited to,
changes in economic and political conditions, legislative or regulatory
developments, technological developments, third-party arrangements,
competition, litigation, risks associated with but not limited to,
market conditions, and other factors described under the heading "Risk
Factors" in our Annual MD&A, which is on file with Canadian provincial
securities regulatory authorities, and in our Annual Report on Form
20-F filed with the U.S. Securities and Exchange Commission. There can
be no assurance that such information will prove to be accurate, as
actual results and future events could differ materially from those
anticipated in such information. Accordingly, readers should not place
undue reliance on forward-looking information. We do not undertake to
update any forward-looking information, except in accordance with
applicable securities laws.

SOURCE The Cash Store Financial Services Inc.

For further information:

For further information, please contact:

Gordon Reykdal, CEO, at 780-408-5118, or Peter Block, NATIONAL Public Relations, 416-848-1431